#EE13 Presentation: Exploding the Whitepaper

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Efficient processes. We all love them, but struggle to build them in our organizations. See how Plex, Concur and Kapost use content pillars to create enough (and effective) content for paid, earned and owned channels.

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  • All these slides need to be put in our exploding the whitepaper template. We also need to add the #EE13 hashtag to all slides.
  • Clean up
  • Clean this up. Maybe put in SiriusDecisions logo.
  • Need icons for these.
  • Team icon
  • Just clean this page up.
  • Ideation icon
  • Looks good as long as the lighbulb image matches the other style of imagery you apply across all the other slides.
  • Planning icon
  • Keep
  • Maybe clean up and make the icons a little nicer?
  • Production icon
  • This is pretty good as is.
  • Distribution icon.
  • Can you make this image a little more interesting?
  • Analysis icon
  • Pretty good. Maybe make the chart a little bigger.
  • Add the icons
  • Add in a few words on my background and a bit about Concur for those unfamiliar – literally one sentence!Today I have a few minutes and wanted to cover off:Top Concur content ChallengesWhere we’ve got toWhere we’re focussing nextStory – Anita loves to travel – Content is just another journey…
  • Script:So…let’s look back around 8 months where the Concur journey really started….Our first challenge was that we were a pretty successful company. The marketing team was growing – both in the US, but also in to more and more countries – across Europe and Asia….As the team was getting bigger and we were losing visibility (and even in some instances some checks and balances) into who has done whatthis means we tended to create thing locally from scratch where we could have repurposed someone else’s stuff from another regionalso missing the chance to see good content or ideas in another region and leverage them quickly
  • Excel is the swiss army knife for business right? Well, that was certainly the case for our marketing and content planning. At best, each individual marketer or marketing team had some kind of excel calendar they created and updated regularly, and used to share with their sales counterparts what they were doing.These calendars showed the deadline for something being in market – but had no workflow – no way for the central teams that were supporting marketing efforts – marcom, graphics, web – to see when their help was needed. They were often caught by surprise with unexpected requests that they had no advanced visibilty in to – leading to frustrations on both sides – marketers not getting stuff turned around as quickly as they’d like, and central teams having to pull out all of the stops and not being able to resource or predict workload effectively.Finally,…each calendar was different format and style…so there was no
  • Getting one view of the calendar is key for sharing…it enables individual marketers to see and share and reusue…it enables marketing leaders to see all of the valuable activities that are upcoming.Knowing what activities are upcoming, who owns them, and housing the support documents for the activity is key for sharing. Helping the individual marketer be able to come and search and look for what they need when they need it.
  • Finally, by planning content and having ver
  • One benefit for us as a global company was the ability to start to see content and programs in one place that accrue up to our global campaigns. For us, Global Campaigns are a thematic approach to marketing that lasts for 12 months or more. We were new to global campaigns too this year, so being able to start to create and track them with all of the global marketers in one place was time saving.
  • One source piece: a whitepaperMany sub pieces: blogs, charts, slideshare, blog, exec summary, As many channel as possible: social, email, slideshare, website, blog,
  • Why it was created Drive Top-of-funnel Engagement and AwarenessMost of our competitors had one. We didn’t.Wanted to do more than just be a template – not just WHAT an expenses policy does, but WHY and HOW and WHAT NEXTThought Leadership How it was created Took a whole bunch of sort-of-helpful stuff (other templates, news articles, white papers, thought leadership)Extracted the common themes (the meat)Read our own policies, consulted with ‘policy people’ at Concur – developers, travel fairy, Matt the VATPicked the ‘best bits’ from other policies. Re-combined and re-wrote them to meet our voice, value proposition and objective Where it was usedUK, US, Germany, Italy, AU, Hong Kong and Canada
  • Image of globe, maybe filled with content.
  • She mentioned they were black belt content marketers. So maybe something to do with black belts.
  • I think we do the same image, only we put a chicken in each section.
  • Maybe a brain image to give the sense of Think Campaigns.
  • Image giving the sense of a single voice. Maybe an image of Charles Dickens and Steven Spielberg.
  • Keep this one.
  • Testing image.
  • Superhero image.
  • #EE13 Presentation: Exploding the Whitepaper

    1. 1. #EE13
    2. 2. #EE13 6 STEPS TO CREATE A CONTENT MARKETING FACTORY
    3. 3. CONTENT MARKETING DELIVERS RESULTS. ü  Year-over-year growth in unique SITE TRAFFIC is 7.8X HIGHER for content marketing leaders compared to followers (19.7% vs. 2.5%) ü  For content marketing adopters, the WEBSITE CONVERSION RATE is nearly 6X HIGHER than for non-adopters (2.9% vs. 0.5%). ü  The MARKETING RESPONSE CONVERSION RATE to MQL is 7.6X HIGHER for adopters versus non-adopters (7.6% vs. 1.0%). ü  Year-over-year GROWTH IN MARKETING CONTRIBUTION TO REVENUE is more than 6X HIGHER for leaders compared to followers (10.2% vs. 1.6%) *Aberdeen, Crossing the Chaos, Sept. 2013 #EE13
    4. 4. MARKETING NEEDS TO BUILD A CONTENT OPERATION “ The PRIMARY CHALLENGE to success in content marketing is one of PROCESS: Organizing the teams and participants involved so that they can collaborate effectively. The SOLUTION to this challenge is to engineer an optimized, cross-functional CONTENT FACTORY. ” -Erin Estep, SiriusDecisions  #EE13
    5. 5. 6 STEPS TO CREATE A CONTENT FACTORY 1.  TEAM 2.  IDEATION 3.  PLANNING 4.  PRODUCTION 5.  DISTRIBUTION 6.  ANALYSIS #EE13
    6. 6. #EE13 TEAM
    7. 7. IDENTIFY IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL PRODUCT MARKETING MAR COM / CORPORATE MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS MARKETING OPS SALES CUSTOMER SUCCESS DISTRIBUTION #EE13
    8. 8. #EE13 IDEATION
    9. 9. GENERATE CONTENT IDEAS COMING UP WITH THE CONTENT IDEAS •  INTERNAL: SALES, SERVICES, SUPPORT •  SOCIAL •  DIRECT: INTERVIEWS, SURVEYS #EE13
    10. 10. #EE13 PLANNING
    11. 11. QUARTERLY CAMPAIGN CALENDAR #EE13
    12. 12. THE PILLAR APPROACH 4 3 4 1 7 1 1 1 3 #EE13
    13. 13. #EE13 PRODUCTION
    14. 14. SET UP A MACHINE, NOT A LOG JAM WHAT WHO •  COMMUNICATION & VISIBILITY •  FOR EACH TASK, ESTABLISH A: •  WHAT? •  WHO? •  WHEN? WHEN #EE13
    15. 15. #EE13 DISTRIBUTION
    16. 16. DISTRIBUTE CONTENT ACROSS THE ENTIRE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS #EE13
    17. 17. #EE13 ANALYSIS
    18. 18. MEASURE RESULTS DISCOVER WHAT’S WORKING (AND WHAT’S NOT) 142 •  FIND THE PATTERNS 68 35 12 MAR 2012 21 JUN 2012 SEP 2012 DEC 2012 •  CONNECT CONTENT TO WHAT MATTERS: LEADS, REVENUE MAR 2013 •  USE DATA TO INFORM FUTURE CONTENT DECISIONS #EE13
    19. 19. #EE13 LET’S REVIEW
    20. 20. 6 STEPS TO CREATE A CONTENT FACTORY 1.  TEAM 2.  IDEATION 3.  PLANNING 4.  PRODUCTION 5.  DISTRIBUTION 6.  ANALYSIS #EE13
    21. 21. CONTENT STRATEGY AT CONCUR #EE13
    22. 22. CONCUR CHALLENGE: SCALABILITY Growth + Globalisation - Structure = •  Wasted time and effort •  No sharing of good ideas/ recreating the wheel •  Many local campaigns (which were actually just programs/tactics) •  Many programs did not use content across all channels #EE13
    23. 23. CONCUR CHALLENGE: VISIBILITY Over 30 different marketing calendars each a different format…. But Still no visibility for central support teams And No way to see one holistic picture of all-up marketing activity. #EE13
    24. 24. CONCUR CHALLENGE: WHAT IS SUCCESSFUL CONTENT? Did not understand what or how to measure! #EE13
    25. 25. SOLUTION: SCALABILITY AND VISIBILITY #EE13
    26. 26. + CONTENT/PROGRAMS WORKFLOW #EE13
    27. 27. + ENABLING GLOBAL CAMPAIGNS #EE13
    28. 28. WORK IN PROGRESS: UNDERSTANDING CONTENT SUCCESS •  Persona •  Buyer journey Then Analyse •  Was it really our target persona? •  Where were they really in their journey? #EE13
    29. 29. EXAMPLE: BLOWING UP THE WHITEPAPER… #EE13
    30. 30. RESULTS: UK SMB RE-USE FY 12 Core Content Pieces FY 13 5 12 Exploded Sub- 3 Content Over 30 Reuse by other ZERO regions/ countries 8 core / 20+ sub Total inquiries from content YoY – up over 100% Total engagement YoY – up over 150% #EE13
    31. 31. EXAMPLE: GLOBAL LEVERAGE EXPENSE POLICY TEMPLATE
    32. 32. RESULTS WEB SUCCESS AROUND THE GLOBE… US: 1900 AU: 500 UK: 600 Germany: 550 Canada: 220 Asia: 230 THE EXPENSE POLICY TEMPLATE GENERATED OVER 3800 WEB LEADS IN FY13 3 2
    33. 33. TOP TIPS Start simple…adoption is not a one stop shop….need to change group behavior Create content that is “no regrets” – even if you don’t know buyer journey or persona there are always some ‘no brainers’ (ask sales or look at your competitors!) Don’t wait to get started… #EE13
    34. 34. CONTENT MARKETING IN THE REAL WORLD #EE13
    35. 35. FINDING THE WHY BEHIND THE STRATEGY •  Communicate from the Inside Out •  Uncover Your Internal Drivers •  Align Strategy with the Why #EE13
    36. 36. FREE RANGE CONTENT DEVELOPMENT •  Many Creators •  No Process •  Zero Visibility Analysts Social Blog PR Events Trade Shows Webinars Industry Experts Advertising/ Marketing Collateral Operations White Papers DM Messaging Content Assets Case Studies #EE13
    37. 37. SOLUTION: REIGNING IN THE FREE RANGE •  Think Campaigns •  Test by Doing •  Explode One Piece of Content into Many #EE13
    38. 38. CREATING CONTENT FOR PEOPLE •  Align Voice and Message •  Reduce Adverbial Laundry Lists •  Borrow from Dickens and Spielberg #EE13
    39. 39. A CAMPAIGN One Campaign, Many Pieces, all in One Place. #EE13
    40. 40. STUFF I’VE LEARNED SO YOU DON’T HAVE TO •  Embrace Change … There Will Be a Lot of It •  Test by Doing •  Learn by Testing … Then Change #EE13
    41. 41. BE THE CONTENT MARKETING SUPERHERO YOU ARE! Thank You! #EE13
    42. 42. TOBY MURDOCK CEO & CO-FOUNDER @TOBYMURDOCK @KAPOST ANITA MARSH LINKEDIN.COM/ANITAMARSH @ANITAMARSH @CONCUR JAN WELBORN-NICHOLS, JWNICHOLS@PLEXSYSTEMS.COM LINKEDIN.COM/IN/JANNICHOLS #EE13

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